Video Burst
Haul video
What Is Search Retargeting?
Search retrageting is a highly effective prospecting tool for finding individuals who have searched for your targeted terms on Google, Yahoo, or Bing, but have not yet visited your site. Unlike site retrageting, that only targets people who have been to your site before, search retargeting generates high returns from new customers.
Out of The Video Stream and Into the Outstream
Campaign Types: Direct vs. Non-Guaranteed
What is Affiliate advertising?
Affiliate advertising is basically an online marketing channel. An advertiser pays a blogger to promote the advertiser s products or services on the blogger's site. There are three main types of affiliate ads: pay-per-click, pay-per-lead and pay-per-sale. Each of these affiliate ad types has one thing in common. They are all performance based meaning you don t earn money until your readers perform an action such as clicking on a link or clicking on a link then purchasing the product on the page to which the link brings them.
Google to Allow Independent Audit of YouTube Ad Performance Metrics
Content Targeting
Content targeting is a different form of paid inclusion than the normal keyword based search queries. The difference between content targeting and other forms of paid inclusion is that content targeting involves matching not just keywords that are used in a search query with advertisements, but with matching the actual contents of web pages with search queries.
3 Reasons You Should Get Rid of eCPM As Your Primary Publisher Performance Metric For Mobile Native Advertising
Why Small Business Should Care About Native Advertising
Ad attribution – DE-Duplication
View-through rate
Viewthrough rate (VTR aka VCR-Video Completion Rate) measures the number of post-impression response or viewthrough from display media impressions viewed during and following an online advertising campaign. Such post-exposure behavior can be expressed in site visits, on-site events, conversions occurring at one or more Web sites or potentially offline:
Open exchanges vs. private exchanges: Which is right for you?
What publishers need to know about Native Advertising
The Last Mile: Bringing Creative Into the Ad Tech Revolution
Great article and insight into creative ad development. It breaks the creative ad process into 3 categories - localization tools, personalization tools and optimization tools. Localization represents the most basic level of dynamic creative--ads that update in real-time to match the user s location, the local weather, the time of day and so on. Personalization takes this one step further--ads that update to match the consumer s personal attributes: age, gender, buying history, online and offline activity, and so forth. This is where first- and third-party data kicks in. Then there s optimization. Here we re talking about tools that can help brands and agencies automatically test creative and determine in real time which creative is most effective for a given customer. These tools aren t mutually exclusive. In fact, they are most effective when used in tandem
Last Viewable Cookie Method
What PPC Impression Share Really Tells You
Facebook oCPM Bidding
oCPM, or Optimized Cost Per Mille - Allows for bidding based on your desired end goal (objective type). It's used to drive website conversions, specific engagement actions, or app installs. Based on your oCPM bid settings, Facebook will use their algorithm to adjust the ad placement, frequency, and reach that best complements your objective type. This often results in the lowest cost per action (the action being your objective type) compared to CPC & CPM bid types, in many cases.
Addroid
Addroid lets you easily convert your legacy 40K banners and rich media banners with old technology from the 90's that also don't run on mobile by taking the traditional banners and turn them into video banners that run everywhere. This reduces the cost of development from 2 weeks to a few minutes. Additional they solve the problem of running rich media in programmatic and various ad networks.
Defining Behavioral Analytics 2.0
‘Viewability’ Comes to Video Ads
The Media Rating Council has defined a new standard for video viewability - it says a video ad is only deemed viewable if 50 percent of it is visible on a user's screen for at least two consecutive seconds. That means if a video ad is playing on part of a webpage a user never scrolls far enough to see, the advertiser won t be charged for it. The idea is to prevent advertisers wasting money on ads that never actually reach consumers eyes.
Smart Zones
Smart zones are a new targeting method for display ads. Cookies are no longer effective and challenged by reach, accuracy and privacy. Forrester statistics show that 50% of unique users blocked cookies and ad agencies report that cookie-based targeting for national campaigns averages 30% - 35% and is dropping rapidly. Smat Zones concentrate on demographic attributes
Working Strategies for Display Ads – Marketing for You, the Indie Writer
Native Advertising Test: Does Your Campaign Make The Cut?
Audience Analysis: Psychology for Targeted Marketing
21 Metrics for Measureing Online Display Advertising
Truview ads
TrueView Video Ads are a family of formats that give viewers choice and control over which advertisers' messages they want to see and when. We charge you only when a viewer has chosen to watch your ad, not when an impression is served. Since you pay only when viewers watch your video ad, you can easily increase or decrease your budget depending on objectives.
Active GRP (Gross Rating Point)
Google Active View
Active View is a Google measurement solution that detects viewable display ad impressions, as defined by the Making Measurement Make Sense (3MS) proposed standard of being - at least 50% viewable for a minimum of one second.- Google detects viewability via a javascript tag that captures the cumulative time an ad has been viewed.
The Native Advertising Playbook
Programmatic and automation – The publishers perspective
Great description by IAB on programmatic variation and methods of buying. Here is an excerpt - "The terms "programmatic", "automation" and "RTB" evoke mean different things to different people. This paper aims to provide clarity, from the publishers' perspective, by outlining four main ways of transacting "programmatically" today. It provides a clear framework for distinguishing between them and highlights other factors commonly associated with each "programmatic"transaction.
Can AOL’s ‘Barbell’ Ad Strategy Save Digital Publishing?
Analyze Online Audience
Make Measurement Make Sens (3MS)
Native advertising
Native advertising is a web advertising method in which the advertiser attempts to attract attention by providing valuable content in the context of the user's experience. Similar conceptually to an advertorial, which is a paid placement attempting to look like an article, a native ad tends to be more obviously an ad while still providing interesting or useful information.[1] The advertiser's intent is to make the paid advertising feel less intrusive and, therefore, increase the likelihood users will click on it
What is the Difference between an Ad Exchange and RTB?
At a high level, one key difference is that an Ad Exchange is a type of business or platform in digital advertising where RTB is a protocol for two digital advertising companies to transact. RTB was created as a protocol to connect the many different platforms of digital advertising namely Ad Exchange, DSP and SSP platforms
Safe Frame
Split tester
The algorithms automating advertising
What is Brand Lift?
The International News Media Association (INMA)
Ad Networks
An online advertising network or ad network is a company that connects advertisers to web sites that want to host advertisements. The key function of an ad network is aggregation of ad space supply from publishers and matching it with advertiser demand. Also read about the different types of ad networks here
Beginner’s Guide to Google AdSense for Publishers
Trading Desk
Advertising business has used a wall street business model to create a fairer market place for advertisers to find the best value for their ads and exercise more power over where they place their ads. Treading desks were created as a response to the unsuccessful use of online ad networks, which resulted in huge advertising expenses with limited results. Trading desks offer more competitive pricing than the common ad network.
RPM
View-through conversion tracking
View-through conversion tracking provides additional information related to the value of your Ad Exchange ads. This feature provides a measure of the number of online conversions that happened within 30 days after a user saw, but did not click, an Ad Exchange ad. View-through conversions are tracked via a cookie that is placed on a user's computer; conversions are reported only for Ad Exchange ads that run on Ad Exchange sites.
How passback works and when to use it
Roadblock Advertising
Roadblock Advertising allows advertisers to own 100% of voice for a given period, usually a day. In other words, an advertising campaign would run exclusively across all the advertising units on a page reinforcing the advertising message. Ideal for a brand or product launch when the aim is to gain brand awareness quickly.
What is an Agency Trading Desk
This is a great paper defining trading desks, telling you who the big players are and what are the pros and cons of working with a trading desk --- A centralized, service-based organization that serves as a managed service layer, typically on top of a licensed demand-side platform (DSP) and other audience buying technologies; manages programmatic, bid-based media and audience buying. Works as an agency's internal "center of excellence," supporting agency teams wishing to tap into this new buying model on behalf of agency clients.
validated Campaign Essentials (AddEffx)
Interactive Advertising Bureau (IAB)
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising.
Media Rating Council (MRC)
Media Rating Council is an independent agency with the objective and purpose to secure for the media industry and related users audience measurement services that are valid, reliable and effective - To evolve and determine minimum disclosure and ethical criteria for media audience measurement services. - To provide and administer an audit system designed to inform users as to whether such audience measurements are conducted in conformance with the criteria and procedures developed.
CPA Calculator
This is a CPA Calculator: "How much do I have to spend to get a sale?" Whether that's a product or service sold online or offline, a lead generated, a newsletter subscription form completed, or a social application shared, cost per acquisition (CPA) tells you how much spend it takes to get one of these conversions.
Impression share
Impression share (IS) is the number of impressions you've received divided by the estimated number of impressions you were eligible to receive. Eligibility is based on your current ads' targeting settings, approval statuses, bids, and Quality Scores. Data is available at the campaign and ad group levels.
Non-guaranteed line item
Understanding the Cost-Per-Engagement Ad Model
5 Fixes For Low AdSense Earnings
7 Awesome Split Testing and Usability Testing Tools
Demand Side Platforms
A demand-side platform (DSP) is a system that allows digital advertisers to manage multiple ad exchange and data exchange accounts through one interface. Real time bidding for displaying online ads takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences.
Remnant advertising
Remainder advertising (also known as remnant or last minute advertising) refers to the advertising space that a media company has been unable to sell. Depending on the medium, it could be ad space or time. Often it can be bought at a steep discount. Advertising time and space is a perishable commodity. If it is not sold, it is lost, used for a "house ad", or given away for public service announcements or some other non-revenue producing filler.
per inquiry advertising
Per-inquiry advertising (PI) - also known variously as cost per lead (CPL), pay per lead (PPL) or cost per action(CPA)- is a form of direct response marketing in which the advertiser receives free ad time and space while paying only for results. In return, the advertiser gives up control of where and when the ads will run.
Sell Side Platform
A Sell-Side Platform (SSP) is a technology platform with the single mission of enabling publishers to manage their ad impression inventory and maximize revenue from digital media. As such they offer an efficient, automated and secure way to tap into the different sources of advertising income that are available, and provide insight into the various revenue streams and audiences. Many of the larger web publishers of the world use a Sell Side Platform to automate and optimize the selling of their online media space.
Advertising network
NAI – Network Advertising Initiative
Direct Response Advertising and Marketing
What is leaderboard
Marketers Turn to Search Retargeting for Branding, Direct Response Goals
What’s A DMP — And Do I Need One
Advertising media selection
To Be or Not to Be an Online Ad
It turns out - and this may surprise you - that advertisers do care if their ads are actually appearing in front of paying customers. Earlier this year, ComScore released the results of a study of 12 big-name advertisers in which it found that about 30 percent of the online ads purchased by these companies never reached an eyeball.
Media buying
Media Buyers are the individuals responsible for purchasing time and advertising space for the purpose of advertising.[1] When planning what to buy, they must evaluate factors based on but not limited to station formats, pricing rates, demographics, geographic, and psychographics relating to the advertiser's particular product or service objectives.
Media planning
Media planning is generally the task of a media agency and entails finding the most appropriate media platforms for a client's brand or product. The job of media planning involves several areas of expertise that the media planner uses to determine what the best combination of media is to achieve the given marketing campaign objectives.
What’s the Difference Between Self-Service and Full-Service?
With a self-serve provider, you manage your campaign in its entirety. You are responsible for creating your banner ads, choosing the appropriate spend, and optimizing that spend across the various networks your ads may appear on. While a full-service provider will require a higher minimum, it isn t for naught. A truly full-service provider will manage your account for you and will provide you with access to reports and analytics. You should be able to trust that you re receiving the optimal return on your spend.
Ad serving
Ad serving describes the technology and service that places advertisements on web sites. Ad serving technology companies provide software to web sites and advertisers to serve ads, count them, choose the ads that will make the website or advertiser most money, and monitor progress of different advertising campaigns.
How do ad exchanges and real-time bidding platforms work
IAB – Ad Unit Guidelines
The IAB Ad Unit Guidelines are intended for marketers, agencies and media companies for use in the creating, planning, buying and selling of interactive marketing and advertising. The IAB s Ad Sizes Working Group meets on a bi-annual basis to review proposed new ad units and issue updated voluntary guidelines as appropriate.
Too Much Unmonetized Ad Inventory
If you are a content producer or a freemium app or game developer, you would know, instantly, what I am talking about: there is WAY too much ad inventory out there. Too many eyeballs that are not getting adequately monetized. Major publishers sitting on top of huge masses of unmonetized impressions. Game developers monetizing, barely, 1-2% of their traffic. App developers, similarly, struggling to convert free users to premium.
mid-roll
The name of an online video commercial that appears during an online video, it is typically :10 - :15 seconds in length. Once you click on certain online video links, you may be forced to watch a short commercial either before the video content (known as a pre-roll) during the video content (known as a mid-roll) or after the video content (known as a post-roll).
Time Spent In Mobile Far Outpaces Ad Spending
Web publishers have long lamented the lack of ad spending online in relation to the amount of time spent online. Now Flurry is making the same case for mobile. In a new study, the mobile advertising and analytics firm says mobile is the most imbalanced medium when it comes to ad spending versus time spent, at 1% compared to 23%. That makes the split of ad spending and time spent on the desktop Web -- at 16% versus 22% -- look a lot better.
Know Your DSPs: Forrester Issues New Ranking on Services, Volume and Revenue
Senior analyst Joanna O' Connell evaluated seven companies that are widely viewed as DSPs or possess DSP-like capabilities on 48 different criteria including media access and support; data access and support; algorithmic optimization; leadership; and internal resources. Forrester obtained this information through product demos, interviews with clients, client surveys, and interviews with the DSPs themselves.
Is An Online GRP Needed For Online Video Advertising?
Great discussion on GRP standard for online video - Here is the opinion of Tim Avila from Brightroll, "GRP matters less online. It's an insufficient measure in a realm where ad effectiveness can be determined more directly. In fact, better accountability is a well-documented reason for online video s torrid spending growth. In an interactive medium where advertisers can measure lift in online sales, keyword searches and consumer attitudes in near real-time, aggregate measures like GRP become less important. As online video spending continues to grow, look for GRP to matter less, not more."
Attribution Management: The New Frontier In Search
Attribution management is the science of calculating the contribution that each marketing touch point experienced by a consumer has on generating a "conversion action" - such as a purchase. Once the true attribution of each touch point is calculated, more intelligent decisions can be made by marketers about investments in the specific channels, campaigns and advertisement attributes that produce the best return on investment.
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